Marketing or communication goals?
Marketing goals are a state or result achieved when the company concentrates human and financial resources on it. That is the place you reach, staring in the present. This direction moves the company, the overall policy, and the magic of the potential of the different teams.
To set marketing directions, you need to progress from general to specific. It is essential to determine the corporate goal first and then all others to comply with it. An alignment process follows. There is a direct connection between defining your marketing goals and knowing the answers to what and whom to sell for reaching the corporate goals. The identification of marketing roadmaps results from and contributes to achieving the higher organizational goals.
Communication goals illustrate the general course of the brand or organization. They are crucial because they show the road to every single member of the team and company like a signpost to always keep in mind and follow. These domains are related to long-term reputation management.
There is a wide diversity of communication goals – organizational or corporate goals, brand-related or marketing. All have to carry on the key messages. Both long-term and short-term goals must head in the same direction. Whether you choose specific actions or a lack of them for achieving your communication goals, your decisions must follow the strategy and be based on the corporate culture and values. The goals are structured hierarchically so you can manage the perceptions of your audiences and synchronize what everyone in the team does and says.
For example, if the corporate vision is to help people eat healthier, you may create an innovative product to enable that message. Accordingly, a similar marketing strategy is needed – for example, motivational messages that call for action. The communication goals should assure your target audiences comprehend why sustainable health is critical and why this food is so important, even though more expensive. You can relate the goals with a social cause – for example, sponsoring academic research on vertical agriculture.
Goals set a framework to understand which direction to head up. Most important – keep in mind that all goals in an organization correlate. Whatever you do in the present, it should always follow a plan you have pre-set with a clear vision of your direction. The more specific the goal, the more likely it is to understand if you have achieved it.